London’s popular Asian radio stations, Lyca Radio and Lyca Gold are rejoicing after a hugely successful Navratri and Diwali 2023 period. The stations known for their key connect with South Asian audiences, continued to play a pivotal role in the community with thousands of attendees at each event.
Lyca Group, the UK’s No.1 Asian radio network, boasted of big sponsorship deals with leading brands like Tilda Rice, Tata Sampann Masala and Star Tours.
The Navratri period led by the team’s Alka Shah, saw the stations attend 11 events across Greater London. Lyca Radio and Lyca Gold presenters linked back to the radio stations with live updates, as well as giveaway prizes on stage to attendees at each event. Tilda Rice and Star Tours handed out hundreds of pounds of vouchers, while Jaimin Snacks jumped on board to giveaway huge gift hampers. The brands also had visibility on-ground with banners and special promotions.
On the radio, Tilda Rice, Tata Sampann Masala and Star Tours had regular messages being broadcast giving meanings of each day over the entire Navratri and Diwali period. The special messages were also relayed on the Lyca Radio and Lyca Gold social media network.
Furthermore, Lyca Radio broadcast a special 60-minute ‘Navratri Hour’ on Lyca Radio everyday between 7pm and 8pm and at 9am until 10am on Lyca Gold.
During Diwali, the station also ran a campaign with Shana Paratha, with a ‘Shana-Tastic’ track to celebrate the festive season being played every hour.
A spokesperson for Tilda said, “As every year, we were very pleased to support Lyca Radio and Lyca Gold during the festivities. We look forward to working with Lyca again.”
A spokesperson for Tata Sampann Masala said, “We have a wonderful relationship with Lyca and it was great to have visibility of our brand on-air and on-ground. Thanks to the team.”
A spokesperson for Star Tours said, “A huge thanks to Lyca Radio and Lyca Gold for the support they gave us during the Navratri and Diwali period. We were delighted with the response.”
Raj Baddhan, CEO of Lyca Media said, “We are delighted that the biggest brands continued to support Lyca Radio and Lyca Gold Radio during the festive season. We had our biggest Navratri/Diwali period with coverage at over 10 Navratri events and Diwali celebrations. We are hugely thankful to our commercial partners for putting the trust in the Lyca brands to further elevate their promotions. A massive thanks to my team for executing such a brilliant festive season.”
For the full list of venues covered by Lyca Radio and Lyca Gold this year, please see here.
To see the full event pictures, please click here.
